Lodging
Track guest satisfaction and accurately benchmark against any company in ACSI
Improve the guest experience in ways that will impact the bottom line.
LODGING
While air travel is viewed as a means to reach a destination, oftentimes lodging itself is a destination, which places a greater burden on the industry when it comes to meeting travelers’ expectations. It is more important than ever before to capture feedback and improve the guest experience in ways that will impact your bottom line.
At a glance:
Lodging
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Inaugural year:
1994
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Updated:
annually
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Most recent data:
2025
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Companies:
9 major companies, plus aggregate of smaller hoteliers
Satisfaction Benchmarks by Company
| Anchor Link | Category | 2024 | 2025 | % CHANGE |
|---|---|---|---|---|
| Lodging | 77 | 76 | -1% | |
| #hilton | Hilton | 81 | 80 | -1% |
| #ihg | IHG | 78 | 79 | 1% |
| #airbnb | Airbnb | 78 | 78 | 0% |
| #marriott | Marriott | 79 | 78 | -1% |
| #hyatt | Hyatt | 78 | 76 | -3% |
| #bwh-hotels | BWH Hotels | 77 | 75 | -3% |
| All Others | 73 | 72 | -1% | |
| #choice | Choice | 75 | 72 | -4% |
| #wyndham | Wyndham | 70 | 71 | 1% |
| #g6-hospitality-motel-6 | G6 Hospitality | NA | 67 | NA |
NA – Not Available
Customer Experience Benchmarks Year-Over-Year Industry Trends
| Brand | Parent | Type* | ACSI |
|---|---|---|---|
| Marriott Hotels | Marriott | Upper Upscale | 82 |
| Hilton Hotels & Resorts | Hilton | Upper Upscale | 81 |
| Holiday Inn Express | IHG | Upper Midscale | 81 |
| Hampton | Hilton | Upper Midscale | 80 |
| Hilton Garden Inn | Hilton | Upscale | 80 |
| Wyndham Hotels & Resorts | Wyndham | Upscale | 80 |
| Holiday Inn | IHG | Upper Midscale | 79 |
| Airbnb | Airbnb | Homeshare | 78 |
| Best Western | BWH Hotels | Midscale | 75 |
| Best Western Plus | BWH Hotels | Upper Midscale | 74 |
| Comfort | Choice | Upper Midscale | 74 |
| Courtyard | Marriott | Upscale | 74 |
| Days Inn | Wyndham | Economy | 70 |
| Motel 6 | G6 Hospitality | Economy | 67 |
| Baymont | Wyndham | Midscale | 62 |
* Lodging type per industry standards
Customer Experience Benchmarks by Category
| Benchmarks | 2024 | 2025 |
|---|---|---|
| Ease of making a reservation | 85 | 83 |
| Quality of mobile app | 85 | 83 |
| Reliability of mobile app (minimal down time, crashes, lags) | 84 | 83 |
| Website satisfaction | 84 | 83 |
| Courtesy and helpfulness of staff | 82 | 82 |
| Ease of check-in and checkout process | 84 | 82 |
| In-room internet service quality (speed, reliability) | 81 | 80 |
| Call center satisfaction | 80 | 79 |
| Room cleanliness and comfort | 80 | 79 |
| In-room entertainment quality (TV, movies) | 79 | 77 |
| Loyalty program | 79 | 77 |
| Quality of in-room amenities (refreshments, electronics, toiletries, bedding) | 78 | 77 |
| Quality of hotel amenities (pool, spa, fitness room, business center) | 78 | 76 |
| Quality of food services (restaurants, room service, mini-bar) | 76 | 75 |
* Lodging type by industry standards.
Industry averages are weighted by companies’ market shares.
2025 results based on data collected April 2024- March 2025.
NM – Not measured
NA – Not available